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Clockwise and Anti-clockwise Directions of Customer Orientation in a Supermarket: Evidence from RFID Data

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Knowledge-Based and Intelligent Information and Engineering Systems (KES 2011)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 6883))

Abstract

Customer orientation is one of the important yet underresearched topics in the retailing management. In this paper we replicate and extend research by Groeppel-Klein and Bartmann (2008), analyzing the new type of data, namely RFID (Radio Frequency Identification) data, with the purpose to examine grocery shoppers’ moving direction within the store and its influence on their buying behavior. As a result, we found out that attributes of shopping process, such as purchases and walking distance, vary significantly, depending on shoppers’ clockwise or anti-clockwise moving direction. As retailers would benefit from knowledge about how the moving direction of customers relate to the buying behavior, managerial implications are proposed.

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Author information

Authors and Affiliations

  1. Faculty of Business Administration, Ritsumeikan University, Noji-Higashi, Kusatsu, Shiga, 525-8577, Japan

    Marina Kholod

  2. Data Mining Laboratory, Research Institute for Socionetwork Strategies, Kansai University, Japan

    Keiji Takai

  3. Faculty of Commerce, Kansai University, 3-3-35 Yamate, Suita, Osaka, 564-8680, Japan

    Katsutoshi Yada

Authors
  1. Marina Kholod
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  2. Keiji Takai
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  3. Katsutoshi Yada
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Editor information

Editors and Affiliations

  1. Institute of Integrated Sensor Systems, University of Kaiserslautern, Erwin-Schroedinger-str. 12, 67663, Kaiserslautern, Germany

    Andreas König

  2. Knowledge-Based Systems Group, Department of Computer Science, University of Kaiserslautern, P.O. Box 3049, 67653, Kaiserslautern, Germany

    Andreas Dengel

  3. School of Business, University of Applied Sciences Northwestern Switzerland, Riggenbachstr. 16, 4600, Olten, Switzerland

    Knut Hinkelmann

  4. Graduate School of Engineering, Osaka Prefecture University, 1-1 Gakuen-cho, Sakai, 599-8531, Osaka, Japan

    Koichi Kise

  5. KES International, P.O. Box 2115, BN43 9AF, Shoreham-by-sea, UK

    Robert J. Howlett

  6. University of South Australia, Adelaide, 5095, Mawson Lakes, SA, Australia

    Lakhmi C. Jain

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© 2011 Springer-Verlag Berlin Heidelberg

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Kholod, M., Takai, K., Yada, K. (2011). Clockwise and Anti-clockwise Directions of Customer Orientation in a Supermarket: Evidence from RFID Data. In: König, A., Dengel, A., Hinkelmann, K., Kise, K., Howlett, R.J., Jain, L.C. (eds) Knowledge-Based and Intelligent Information and Engineering Systems. KES 2011. Lecture Notes in Computer Science(), vol 6883. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-23854-3_32

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  • DOI: https://doi.org/10.1007/978-3-642-23854-3_32

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-23853-6

  • Online ISBN: 978-3-642-23854-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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